Bengaluru/IBNS: The Karnataka government has faced backlash for roping in actress Tamannaah Bhatia as the brand ambassador of state-owned Mysore Sandal Soap at Rs. 6.20 crore for two years, media reports said.

The state government has faced backlash for signing the deal with Mumbai-born Tamannaah instead of any Kannada actress.

In the face of criticism, Karnataka Commerce and Industries Minister MB Patil defended the move claiming Mysore Sandal aims to create a reach beyond the state.

In reply to one who asked why not young Kannada actresses like Ashika Ranganath was roped in, Patil said on X, "KSDL has deepest respects and regards for Kannada Film Industry. Some Kannada Movies are giving competition to even Bollywood movies. Mysore sandal has a very good brand recall within Karnataka. Which shall be strengthened.

"However the intent of Mysore Sandal is to also penetrate markets beyond Karnataka Aggressively. The pride of Karnataka is also a Jewel of the Nation. Hence it’s an independent strategic decision of the PSU board after consulting various marketing experts. To choose a brand ambassador it takes a lot of deliberation and also considerations like..."

Though born in Mumbai, Tamannaah has earned fame majorly working in Telugu and Telugu films.

Her notable Telugu films are Happy Days, Konchem Ishtam Konchem Kashtam, Baahubali, Baahubali 2 et al.

Among the Tamil films where she caught the limelight are Kalloori, Paiya, Veeram, Devi.

Tamannah made her Kannada film debut with Jeeva in 2006 but her works in the industry has remained limited.

Despite her film debut occurred in Bollywood in 2005 with Chand Sa Roshan Chehra, she couldn't attain success in the Hindi film industry in early years.

But she scripted a comeback in Bollywood in 2013 with Himmatwala followed by other works including notable OTT projects.